Salon Email Marketing 101: Tips for Utilizing Email Marketing to Drive Sales in Your Salon

October 25, 2021 | Posted by Buy-Rite Beauty

Photo: Ivy Hair Loft

Looking for a way to increase your retail sales, retain clients, and boost bookings for a variety of services? Look no further than salon email marketing – one of the most effective tactics in your salon marketing plan. Creating an email marketing campaign for your salon can produce three times the results of a social media marketing campaign. Why? Because up to 90% of your followers on social media aren’t seeing your posts, and email marketing is a direct, affordable, and dependable way to keep in touch with your clients between appointments. Here are some tips to guide you on your salon email marketing journey:

TIP #1: Draw in Your Audience

The first step in successful salon email marketing is getting your clients to open your e-mail! To do this, you’ll need some killer subject lines that get your client’s attention and make them want to know more! Keep your subject line straight to the point – marketing experts say 30-50 characters are ideal. With those 30-50 characters, intrigue your client and tell them why they should open the email.

TIP #2: The Perfect Picture

Visuals are an essential component in-salon email marketing – but don’t overdo it! Find one or two images that make the content of your email shine. A person’s attention span can be pretty low when browsing online, so the right image can make the difference between your email being trashed or your client booking an appointment.


Photo: Jaxson Maximus

Tip #3: Make Them Want to Read More

You want to establish your salon email marketing as a credible resource, so your clients will make sure they read each email you send them. So before beginning your email, consider:

– who your audience is
– what the subject of your email is
– what you’re offering the client
– when this offer is available
– how the customer can get the offer

Once you’ve done this, make sure your email is centered around one specific subject. Whether you’re wanting to sell a service or a product – sell your clients on the idea instead of the offer itself. What will this product or service do for the client? How will it enhance their life?

Another great way to increase your salon email marketing campaign’s credibility is to cover topics beyond your services or sales. What subjects are you knowledgeable about that would interest your guests? You could give them information on new trends, stylist tricks, and tips, before and after makeovers involving your favorite product line, and more!

salon email marketing

Photo: Detroit Blows

Tip #4: Make It Easy for Clients to Book & Engage

After you’ve drawn your client in, you need to make it easy for them to follow through with your email’s offer! Often, this means you should have a link for online booking. If you don’t already have this option for your clients, you are missing out on a lot of business. If you’re email just persuaded them to book an appointment, how quick and easy is it to click a link and schedule an appointment? Online scheduling is a lot easier than giving you a call, coming by the salon, or leaving a message when the salon is closed. When you give your clients the option to immediately book online, it takes away the opportunity for them to forget about calling later in their busy day.

Tip #5: Don’t Forget Your E-mail Signature!

Now that you’ve crafted a perfect email for your salon email marketing campaign, don’t forget to add a professional, stand-out email signature! Your email signature should include your salon’s logo with links to your website, social media accounts, and online booking. Don’t forget to include your salon’s phone number and address, too!

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